off the top shelf

Food You Can Hear: How to Promote Your Book on the Radio
Part 1 of 2

Radio stations across the country are looking for content, just like newspapers and magazines. Radio interviews can be an excellent way to put a little sizzle on your promotional steak, as radio hosts often work from the exact material you send them. But there are some things you need to know before you head off to radio-land.

Who?
Whom should you contact at radio stations? For most small stations, contact the morning show producer directly. Larger stations usually specify producers for specific shows, so contact the producer for the show you’re interested in. If you’re part of a group, you can share the responsibility for conducting the interviews by availability, or you might have a contest for a spokesperson. 

Where?
As always, begin at home. Spend a week listening to morning and evening drive-time radio in your community. Notice whether the shows feature local guests, and consider how your book fits in with each show’s topics. Check the phone book and call the radio station to find the correct contact for interviews.

When?
Any occasion to pitch to the media is an occasion for pitching radio interviews. If you’re hosting a big event, or you have a close tie-in to a special occasion, you definitely want to contact radio stations for interviews. Morning shows love fun, upbeat stories, so try putting a unique spin on National Asparagus Month, for example. Sports shows are a great place for tailgating recipes on, or just before, game day!

What?
What do you talk about? One of the great things about radio interviews is that radio producers and hosts are looking for ready-made material. When you send question and answer (Q&A) sheets, bulleted lists, or talking points that sound like fun, you’re already ahead of the game.
Just because you’re going on the radio to promote your book doesn't mean the cookbook is your best shot at getting booked. Translate related experience into air time. Say your earlier career was as an advertising copywriter, and you’re also a busy mom. A fun interview around Mother’s Day might be tips on how to “sell” kids on eating healthy foods like broccoli and peas.

How?
Create materials that show off your expertise and creativity. Remember to let people know about your local angle and/or public service. Phone calls can be an intimidating way to reach producers and hosts, but voicemail can be an excellent tool for leaving a great impression—think of it as a ten-second commercial!

Why?
Because, as many advertisers will tell you, radio sells. Some shows work better than others based on their listeners and whether they are national or local programs, but radio is a great way to let the world know why they should buy your book.

what's happening at FRP

Cookbook University 2006 Recap

Cookbook University 2006 was held in Nashville April 25–26 at the Hilton Downtown Nashville.  More than one hundred forty attendees came to Music City, representing more than sixty organizations from across twenty-one states.  Individual chefs, caterers, culinary instructors, restaurant owners, Assistance Leagues, Woman's Exchange groups, and Junior Leagues from all across the country made their way south to learn about cookbook development and marketing.

Cissi Glendening from the Assistance League of San Antonio had this to say about her time in Nashville:

My compliments to you all at FRP for an excellent school!  I have been to a lot of workshops through the years and have to say that this was by far the best.  Everyone was extremely prepared and helpful.  You've got it all covered and are such wonderful support and so nice about it! 

Michelle Maresh from the Junior League of Houston said this about her experience at Cookbook University:

I had such a great experience and met some fabulous new friends and bonded with my fellow leaguers across Texas and the U.S.  It was so much fun and I really feel like I came home with some fabulous ideas to share with JLH.  Congratulations on hosting a wonderful event.

Cookbook University is an annual two-day conference designed to help FRP publishers and prospective clients learn more about the world of self-published cookbooks through development and marketing. Information on Cookbook University 2007 will be posted on our website, www.frpbooks.com , in the near future.

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